SPTM Exam 1 – Study Guide, Revision Notes, and Practice Questions for Exam
Preparation
Definition of Sport Marketing - ✔✔all the activities designed to meet the needs and wants of
sport consumers thru exchange processes
How has covid changed sport marketing? - ✔✔-Sponsor activation
-Fan engagement
-Maintaining relationships with customers
-Merchandise Sales
-Social media and internet marketing
What activities/product related to sport grew in popularity during COVID? - ✔✔-outdoor
activities
eSport participation, home fitness/recreation (Peloton, etc.)
2 Major Thrusts of Sport Marketing - ✔✔marketing of sport and marketing thru sport
Globalization of Sport - ✔✔Exporting US sport around the world and importing international
sport to the USA
Exporting US sport around the world - ✔✔-NBA/NFL etc. have gone global with tv,
merchandising, even games being played overseas
-worldwide market for sporting goods
--Nike, reebok, Under Armor are worldwide
Importing international sport to the USA - ✔✔-international players in pro leagues and
colleges
, -Telecast of European soccer, rugby, and other sports
--NBC sports deal with the English Premier League
--EPL going global (China)
-the Olympic Games and World Soccer Cup Soccer
Popularity of Sport - ✔✔-There is a mixed message with respect to the popularity of sport
-more sport than ever is available to customers
new sport available to customers - ✔✔-new sport leagues
-more TV sport-related programming and networks, and online options than ever before
-more sporting goods items
Tv viewership of the Super Bowl in the US from 1990 to 2019 started decreasing a little. why? -
✔✔-does not include streaming services though, so maybe more people are streaming it
tv rating - ✔✔percentage of all households that have a tv watching
Marketing strategy - ✔✔goals, product launch, testing, ideas, plan, advertising, and price
marketing myopia - ✔✔lack of vision or lack of focus
example of marketing myopia - ✔✔-failing to identify consumer wants/needs
-winning is what sells the product
-promotion vs. marketing
-focused on quick returns
-Miami Heat and the Big 3 (sales department)
Preparation
Definition of Sport Marketing - ✔✔all the activities designed to meet the needs and wants of
sport consumers thru exchange processes
How has covid changed sport marketing? - ✔✔-Sponsor activation
-Fan engagement
-Maintaining relationships with customers
-Merchandise Sales
-Social media and internet marketing
What activities/product related to sport grew in popularity during COVID? - ✔✔-outdoor
activities
eSport participation, home fitness/recreation (Peloton, etc.)
2 Major Thrusts of Sport Marketing - ✔✔marketing of sport and marketing thru sport
Globalization of Sport - ✔✔Exporting US sport around the world and importing international
sport to the USA
Exporting US sport around the world - ✔✔-NBA/NFL etc. have gone global with tv,
merchandising, even games being played overseas
-worldwide market for sporting goods
--Nike, reebok, Under Armor are worldwide
Importing international sport to the USA - ✔✔-international players in pro leagues and
colleges
, -Telecast of European soccer, rugby, and other sports
--NBC sports deal with the English Premier League
--EPL going global (China)
-the Olympic Games and World Soccer Cup Soccer
Popularity of Sport - ✔✔-There is a mixed message with respect to the popularity of sport
-more sport than ever is available to customers
new sport available to customers - ✔✔-new sport leagues
-more TV sport-related programming and networks, and online options than ever before
-more sporting goods items
Tv viewership of the Super Bowl in the US from 1990 to 2019 started decreasing a little. why? -
✔✔-does not include streaming services though, so maybe more people are streaming it
tv rating - ✔✔percentage of all households that have a tv watching
Marketing strategy - ✔✔goals, product launch, testing, ideas, plan, advertising, and price
marketing myopia - ✔✔lack of vision or lack of focus
example of marketing myopia - ✔✔-failing to identify consumer wants/needs
-winning is what sells the product
-promotion vs. marketing
-focused on quick returns
-Miami Heat and the Big 3 (sales department)
